*This content was translated by AI.
On the 27th, Canada's No. 1 vodka highball brand "Neutral (NÜTRL)" announced it is launching a "Smile Up" campaign to commemorate its domestic release.
The theme of this campaign is the positive energy conveyed by small smiles amidst busy and intense daily life. The group SEVENTEEN's hip-hop unit CxM (S.Coups × Mingyu) will be featured in music videos, outdoor advertisements, offline events, and other various activities.
The "Smile Up" campaign was planned to focus on the leisure and laughter that are gradually being forgotten in busy and intense daily routines. Neutral conveys the message that small smiles can bring positive changes to everyday life, connecting the product's unique refreshing drinking experience with its brand story. Additionally, the "Ü" in the product name "NÜTRL," which evokes a smile, is used as a visual motif throughout the campaign, centering it around the keyword "smile."
On July 27, Neutral released "For You," an official campaign video with CxM produced in music video format. This video reinterprets CxM's mini-album track "For You" to align with the Neutral campaign theme. The song, which captures CxM's signature free-spirited and trendy sound, blends seamlessly with Neutral's unique refreshing and sophisticated brand mood, resulting in a new music video. 3D characters "Cute" and "Mante," designed to reflect CxM's individuality, also appear in the video, adding vibrancy.
Offline experiential programs will continue as well. From July 31, Neutral will host the "Smile In The Air (SMILE IN THE AIR)" event in Seongsu and Hongdae areas, combining street performances with product tastings. "Smile Men" dressed as smile characters symbolizing the brand will perform on the streets, while product tasting events will be held at Seongsu's "Zig Coffee" and "Halla Asai," and Hongdae's "Cafe 345" and "Cob House." Visitors can taste Neutral products after verifying their age and experience various participatory events and purchase benefits available on-site.
In mid-August, Neutral will operate a drive-through style experiential tasting event called "Smile Thru (SMILE THRU)" in Seongsu. Visitors must first verify their smiling faces to enter, then experience the campaign message of "moments that fill you with laughter" conveyed by Neutral, and enjoy various participatory programs and goods events.
In addition, Neutral plans to expand consumer touchpoints through various offline events such as the Car School Festival and Hanwha Eagles Brand Day.
A Neutral brand representative stated, "The 'Smile Up' campaign was planned to offer moments where people can briefly laugh lightly amidst their busy and intense daily lives," adding, "Moving forward, we plan to continue sharing Neutral's unique refreshing drinking experience and positive brand message with CxM in various ways."
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*This content was translated by AI.
